Member emails, web forms and WhatsApp requests across three clubs are read by AI and sorted into six types. Freezes, guest passes and transfers are handled by the gym's rules in the membership software, while complaints and disputes reach the club manager with a draft.
Typical results
Under 1 hr
First reply on standard requests
≈9 hrs/wk
Staff time saved across three clubs
6
Request types sorted by AI
Figures reflect typical results for this kind of automation.
The challenge
Members ask for freezes, guest passes, transfers and cancellations through email, the website and WhatsApp, and requests land in different inboxes at three clubs. Front desk staff answer between classes, apply the rules differently from club to club and lose track of threads. Simple requests wait a day or two, and complaints sit beside them.
Before and after
Requests closed the same day
3×Hours to first reply
−97%Staff hours per week on member requests
−60%The automation
Each email, web form message and WhatsApp request is read by AI, matched to the member and sorted into freezes, billing questions, guest passes, club transfers, cancellations or complaints. Standard requests follow the gym's written rules, such as freezes of up to 3 months for a small fee, applied in the membership software and confirmed. Cancellations inside the minimum term get the exact notice dates. Complaints and billing disputes reach the club manager with a drafted reply.
How it works
- 01
Requests from every channel
Member emails, website form messages and WhatsApp requests from all three clubs land in one queue.
- 02
AI sorts by type
AI matches the member and sorts each request into freezes, billing, guest passes, transfers, cancellations or complaints.
- 03
Policy applied directly
Standard requests follow the gym's written rules, such as a freeze of up to 3 months for a small fee, applied in the membership software.
- 04
Clear notice dates
Cancellations inside the minimum term get a clear explanation of the notice period and the last payment date.
- 05
Escalation with a draft
Complaints and billing disputes go to the club manager with the member's history and a drafted reply.
Starts from
- Member emails
- Website form messages
- WhatsApp requests
Delivers
- Freeze or pass applied
- Confirmation to member
- Complaints to club manager
The impact
About 60% of requests are closed the same day, up from roughly 20%, and standard requests get a first reply within an hour. Staff across the three clubs save around 9 hours a week, every club applies the same rules, and managers spend their time on the complaints that need them.
Questions about this automation
What happens when the AI isn't sure what a member wants?
Requests the AI can't classify with confidence, or that mix several topics, go to a shared review queue and nothing is changed in the member's account. A staff member picks the right type in one click, and the request continues through the normal rules. Those examples are used to refine the instructions over time.
Which changes does it make in the membership software?
Only the actions the gym approves in advance: starting and ending freezes within the allowed length, issuing guest passes within the monthly allowance and moving a member's home club. Refunds, fee waivers and early cancellations are never applied automatically and always go to the manager with a drafted reply.
Which channels and systems does it connect to?
It reads Gmail or Outlook inboxes, the website form and a WhatsApp Business number, and connects to the membership software through its API. Make runs the flow and OpenAI handles sorting and drafts. This is a multi-step build, usually rolled out in stages, starting with sorting only.